- The event, now in its second year in Madrid, will tackle the major challenges facing the restaurant industry: profitability, business failure, artificial intelligence, new business models, communication and changes in consumer habits.
- Founders, chefs, entrepreneurs and professionals from some of the most prominent gastronomic brands will share their experiences through unfiltered debates, interviews, participatory workshops and conversations that rarely take place on stage.
When is closing a restaurant the best decision? Is it more profitable to open new venues or to diversify the business? Is the hospitality sector ready for Generation Z? What role will artificial intelligence play in the future of the restaurant industry?
These are some of the questions that will be put on the table on 17 November at Disruptiva 2026, the hospitality movement spearheaded by Tania de Anta, founder of Eating Stories, which will hold its second edition at the Espacio Rastro in Madrid.
With just a few days to go, the organisers are finalising a programme that will bring together 200 entrepreneurs, founders and executives from the HORECA sector with a common goal: to share real-life experiences, challenge traditional models and tackle the challenges that are transforming the hospitality industry.
Following a first edition that brought together 200 executives and 38 ‘agitators’ in 2025, Disruptiva returns with a programme that steers clear of corporate speeches and picture-perfect success stories to give centre stage to the conversations that usually take place behind the bar, after service or amongst colleagues.
Because at Disruptiva there are no speakers: there are ‘agitators’. Professionals are willing to share not only what has led them to success but also the mistakes, the difficult decisions and the lessons learnt that have shaped their careers.
From failure to profitability: the stories that aren’t always told
One of the key themes of this second edition will be the less visible side of entrepreneurship in the hospitality industry. In ‘Failure Teaches Too’, Alejandro Hermo, CEO of Restauración Organizada and formerly of Goiko, and Marta Fernández de la Vega, COO of Toppings & Salads and formerly of Desfase, will share their experiences of business mistakes, closures and decisions that do not always turn out as expected.
Growth will also feature prominently in ‘Opening more outlets vs. diversifying the business: which is more profitable?’, a debate between Rafa Recuenco (Grupo Gastroadictos), Genaro Celia (Insurgente) and Iván Morales (Grupo Arzábal), who will compare different expansion strategies and business models.
The event will also feature one of the most recognised voices in the Spanish restaurant industry, Nino Redruello of Familia La Ancha, who will offer his unique perspective on the sector in ‘My quantum moves’.
The economic analysis will be provided by Cristina García, Director of Foodservice at Worldpanel by Numerator, who will open the programme with ‘Data Kills the Narrative’, a talk focused on understanding how and where consumers are spending their money.
Meanwhile, Álex Fernández, CEO of La Fresería, will lead ‘Álex’s Consultation Room’ alongside Armando Ávila, CEO of Zuplyit – a participatory workshop where attendees can raise their own questions about management, growth and entrepreneurship.
Profitability will also be analysed from other perspectives, such as that of food delivery, with Jaime Martínez de Velasco, founder of The Restaurant Data Company and El Escandallo, who will examine the figures behind this business model in ‘The profit margin nobody talks about’.
And when it comes to challenging conventional models, Paulo Pusset, CEO of Machaka Burger, will share one of the day’s most surprising projects: the launch of a restaurant inside a Boeing 747 aircraft, an initiative that will be the focus of the fast talk ‘Are burger sales falling? I’ll buy a plane and sort it out’.
Artificial intelligence, Generation Z and new ways of consuming
The transformation of the sector will also feature prominently in the programme.
In ‘AI and the restaurant industry: friends or foes?’, Juan Manuel Lema (Chalito), David Alonso (La Martinuca) and Pablo Sánchez (Bookline) will analyse how major brands are incorporating artificial intelligence into their businesses, what opportunities it offers and what the main challenges are in its implementation.
The discussion on technology will continue with Xavier Colomés, CEO of Cinquo, in ‘What Nobody Tells You About AI’, a talk that will address this tool from a practical perspective, without resorting to clichés.
The younger generations will also have their say in ‘What if Gen Z is right?’, where Alicia Agulló (La Sidrería de Majadahonda and Fondeo Sin Playa), Juan Manuel Fernández (Mikks) and Miguel Vidal (Bancal and MOM Culinary) will reflect on new lifestyles, career expectations and the changes that are redefining both consumption and young people’s relationship with the hospitality industry.
Are gastronomic trends more profitable, or are established consumption patterns? This question will pit different business perspectives against one another in ‘Which is more profitable: selling trends or established dining experiences?’, featuring Lydia Nieto (Brunchit), Eduardo Gómez (Hermanos Vinagre) and Nino Kiltava (Grupo Nunuka), representatives of models that focus on brunch, aperitifs and traditional dining.
The programme will also devote time to distribution, a fundamental part of the sector that is often left out of major debates. Toño de Miguel (Antonio de Miguel) and Jorge Velasco (Vrro and Varra) will address this issue in ‘The unknown world of distribution’.
Communication, branding and influencers: how to build brands that make a difference
Creativity, communication and food marketing will take centre stage at this year’s event, which also aims to explore how brands build their identity and manage to stand out in an increasingly competitive market.
In ‘Why don’t I get press coverage whilst my competitors do?’, Minerva Tapial, CEO of Rosi la Loca World, and Soraia Durán, CEO of Suite Agencia, will explore the key factors behind the media visibility of gastronomic brands, the value of telling relevant stories, and the decisions that can make a restaurant newsworthy.
Meanwhile, Cocituber and Tania de Anta will lead “Is it worth working with influencers?”, a candid conversation about creating gastronomic content, collaborations with restaurants and the role currently played by digital influencers.
Branding will also have its own slot with Yerai Gómez, founder of DumDum, who will return to Disruptiva with a masterclass dedicated to brand building and creativity as a tool for differentiation.
And because good ideas don’t always require big budgets, Erika Silva, a gastronomic marketing consultant, will lead the fast talk ‘Be cheeky: how to get on TV for free’. Using a real-life example, she’ll explain how a campaign devised in just five minutes managed to make it onto television thanks to creativity and teamwork.
Gastronomy, experiences and new ways of understanding the business
Beyond business management, Disruptiva will also dedicate a space to those who create experiences through cuisine and produce.
In ‘Chefs with a Global Perspective’, Balo Ortiz (Chiribita), Rafa Bergamo (Kuoco) and Luisa Sophia Barros (Taberna Riscal) will share three different ways of understanding gastronomy, drawing on their experiences and careers linked to different culinary cultures.
The programme will also feature Roberto Ruiz, from Barracuda MX, who will lead ‘Spicing Up the World’, a session combining culinary discussion and tasting to give attendees an insight into his vision of Mexican cuisine.
The variety of formats will be one of the event’s hallmarks: from debates and interviews to fast talks, participatory workshops, expert opinions and gastronomic experiences designed to share knowledge in a direct, accessible and unique way.
Much more than just an event: a community that wants to transform the hospitality industry
Disruptiva is neither a trade fair nor a conventional conference. It is a meeting point for professionals who believe that the future of the hospitality industry is built on sharing knowledge, experiences and honest conversations.
On 17 November, the programme will begin at 10.00 am, following the opening of the doors at 9.30 am, and will run until 7.00 pm, combining professional content with various opportunities for networking and experiences.
Highlights include the Coffee Party by Incapto, which will offer a unique mid-morning break, as well as a shared lunch where attendees can discover offerings from the event’s ‘tasty partners’.
The day will conclude with a networking session featuring cocktails and surprises, designed to continue sharing ideas and foster connections amongst professionals beyond the stage.
All of this is guided by the four principles that define Disruptiva: unfiltered honesty, practical tools, people first and positive energy.
Because beyond the big names and the on-stage discussions, Disruptiva has one goal: to build a community where those who work in the hospitality industry from the inside can speak openly about their challenges, share lessons learnt and, together, find new ways to tackle the sector’s future.
About DISRUPTIVA
Disruptiva is an annual event that brings together entrepreneurs, founders and leaders from the hospitality sector to share experiences, discuss the sector’s main challenges and discover new opportunities for growth through honest conversations, shared experiences and meaningful connections between professionals who want to build a stronger, more profitable and more people-centred hospitality sector.
Date: 17 November 2026
Venue: Espacio Rastro · Madrid
Information and tickets: disruptiva.es